The exact words users type into the search bar.
Have you ever paused to think about what people are really asking when they type something into Google? Understanding that exact phrasing is the secret sauce for great SEO. I am here to show you how to read your customers’ minds, or at least read their search bar. We are going to clearly define What is a Search Query? and how to use it to write content that instantly answers their needs. Get ready to stop guessing and start knowing what your audience wants.
What is a Search Query? The User’s Real Voice
What is a Search Query? It is the exact word, phrase, or sentence that an internet user types (or speaks) into a search engine. It is the real, messy, human language that reflects a need or a question. For example, a keyword might be “running shoes,” but a search query is “best cheap running shoes for beginners.”
Three Types of Queries You Must Know
I organize queries into three main groups: Informational, Navigational, and Transactional. Informational queries seek answers, like “how does a search query work?” Navigational queries try to find a specific website, like “Facebook login.” Transactional queries show intent to buy or act, such as “buy new running shoes.”
Search Queries and Your CMS Platform
Your CMS does not directly impact the query itself, but it determines how effectively you can satisfy it. I have always focused on using the CMS’s tools to ensure my content clearly addresses all three query types. Satisfying the query is the key to ranking well.
Query-Centric Optimization on Specific Platforms
WordPress users should use their content editor to create clear headings (H1, H2) that mirror common informational queries. Shopify is designed to easily target transactional queries with product pages optimized for ‘buy’ intent. Wix and Webflow let you quickly adjust page titles and descriptions to target long-tail, conversational queries. Custom CMS platforms require you to focus on clear, structured content that directly answers user questions for all three query types.
Search Queries Across Different Industries
Each industry has a different mix of query types, and you need to optimize for all of them.
Ecommerce
Ecommerce lives and dies by transactional queries, which often include words like “buy,” “price,” or “discount.” I recommend you ensure product pages use these terms and have clear CTAs to convert the purchase intent. You also need to target informational queries like “how to choose a TV” to attract people early in their buying journey.
Local Businesses
Local businesses often see navigational and transactional queries that include location, such as “best barber shop in Chicago.” You must create pages that target these specific cities and ensure your Google Business Profile is fully optimized. This helps you show up for “near me” searches, which are highly transactional.
SaaS (Software as a Service)
SaaS companies deal mostly with informational queries like “what is cloud computing?” to educate users, and transactional ones like “CRM software pricing.” I advise you to create free guides and blogs for the informational searches, and dedicated pricing pages for the transactional ones. This guides the user through the entire sales funnel.
Blogs
For bloggers, informational queries are your bread and butter, where users ask questions like “what are the differences between SEO and SEM?” You should structure your articles to directly answer these questions, often leading to a position zero featured snippet. Use long-tail queries as your primary H1 and H2 headings.
FAQ: Using Queries to Win at SEO
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What is the difference between a keyword and a search query?
- A keyword is a broad term you want to rank for, while a search query is the exact phrase a person types. I focus my content around fully satisfying the search query, not just repeating the keyword.
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Which type of search query is the most valuable?
- Transactional queries are generally the most valuable because they lead directly to a purchase or conversion. However, informational and navigational queries are important for building brand awareness and trust.
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How do I find the actual search queries people use?
- The best place to find real user queries is in your Google Search Console report, under the ‘Performance’ tab. This data tells you exactly what people typed to find your site.
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Should I use the full search query in my page title?
- Yes, for specific, long-tail queries, it is a great idea to use the full query in your page title and H1 heading. This clearly signals to Google and the user that your page is the exact answer they are looking for.
